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Rob Reifenheiser from Essence's presentation from Digiday Agency Summit on October 22, 2014.
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P R O G R A M M A T I C A N D C R E A T I V E C A N W O R K G R E A T T O G E T H E R
R o b R e i f e n h e i s e r , H e a d o f M e d i a
M U S T
I S T H E W O R L D ’ S L A R G E S T I N D E P E N D E N T B U Y E R O F D I G I T A L M E D I AW I T H B I L L I N G S I N E X C E S S O F $ 6 5 0 M M .
W E ’ R E F O C U S E D O N D I G I T A L W I T H E X P E R T I S E I N D A T A S C I E N C E ,O B J E C T I V E M E D I A , A N D C A P T I V A T I N G E X P E R I E N C E S .
4 8 0 P E O P L E A C R O S S 6 O F F I C E S
80 $200MM+ +
F U L L Y O P T I M I Z E D F O R
P R O G R A M M A T I C M E D I AP A R T N E R S H I P S
P R O G R A M M A T I C B I L L A B L E S( 2 0 1 5 F O R E C A S T )
S T R E E T C R E D
V I E W A B I L I T Y F R E Q U E N C Y B R A N D S A F E T Y A U D I E N C E V A L I D A T I O N
A P R O G R A M M A T I C A P P R O A C H I S N O T P E R M I S S I O N T O S K I P T H E B A S I C S
O B J E C T I V E
A C T I O N
C O N S U M E RJ O U R N E Y
L E A R N I N G S
E V O L V I N G F U N D A M E N T A L S
UNDERSTAND THE AUDIENCE
MATCH THE MESSAGE
PROTECT YOURSELF AT
ALL TIMES
ALLOW GREATNESS
BE THOUGHTFUL AND OBJECTIVE
U N D E R S T A N D T H E A U D I E N C E
AUDIENCES
RECEPTIVE3RD PARTY DATA 1ST PARTYDATA
SEGMENT
U N D E R S T A N D T H E A U D I E N C E
T H E N E W F U N D A M E N T A L :
Segment youraudiences foroptimal receptivity
M A T C H T H E M E S S A G E
NEW KNOWLEDGE
ENHANCEDRELEVANCE
M A T C H T H E M E S S A G E
M A T C H T H E M E S S A G E
M A T C H T H E M E S S A G E
M A T C H T H E M E S S A G E
T H E N E W F U N D A M E N T A L :
Enrich creative withaudience data
P R O T E C T Y O U R S E L F A T A L L T I M E S
OPPORTUNITY
INTERROGATESAVVY PEOPLE PLAN
TECH CAN HELP
T H E N E W F U N D A M E N T A L :
Have the rightresources to addressthe new ecosystem
P R O T E C T Y O U R S E L F A T A L L T I M E S
A L L O W G R E A T N E S S
POSSIBILITIES VARIATIONS IMPACT
OVERLY FOCUSED
DO NOT GET MUCH AIRTIME
LITTLETIME
A S I N G L E B A N N E R I S N O T Y O U R C A N V A S … T H E P O S S I B I L I T I E S A R E
Care like it’s TVT H E N E W F U N D A M E N T A L :
A L L O W G R E A T N E S S
B E T H O U G H T F U L A N D O B J E C T I V E
SHARE CONSUMER
BUSTING THE BRIEF TRUST
T H E N E W F U N D A M E N T A L :
Transparencyis the new trust
B E T H O U G H T F U L A N D O B J E C T I V E
I N S U M M A R Y
UNDERSTAND THE AUDIENCE
MATCH THE MESSAGE
PROTECT YOURSELF AT
ALL TIMES
ALLOW GREATNESS
BE THOUGHTFUL AND OBJECTIVE
SEGMENT YOUR AUDIENCES
FOR OPTIMAL RECEPTIVITY
ENRICHCREATIVE WITH AUDIENCE DATA
HAVE THERIGHT
RESOURCES
TRANSPARENCYIS THE NEW
TRUST
CARELIKE IT’S
TV
T H A N K S
r o b . r e i f e n h e i s e r @ e s s e n c e d i g i t a l . c o m
